B-to-B Events
Twitter Cuts Stage Time and Focuses on Interactive Vignettes to ‘Dimensionalize’ its NewFronts Strategy
Twitter’s positioning as the go-to platform for discovering “what’s happening” in the world has never wavered. But for its in-person return to the IAB’s 2022 NewFronts in Manhattan on May 4, the brand didn’t want to rely on its pre-pandemic, stage-focused strategy to illustrate that value proposition to media buyers—so, it “dimensionalized” its approach, enveloping...
At Ulta’s Leadership Conference, Paul Mitchell Leans on AR to Tell a Sustainability Story
Ulta’s annual Beauty Field Leadership Conference presents sponsors with a prime opportunity to get their products in front of more than 2,000 general managers, field leadership teams and business partners, and Paul Mitchell arrived at this year’s event, April 27-30, in San Antonio, Texas, prepared to grow partnerships—and trees. Leveraging a multisensory booth experience supported...
From FX to Ruffles, Brands Weigh in on Contingency Planning for New-era Events
Around this time last year, the world was opening up, Covid restrictions were loosening and many people were prepared to put the pandemic in the rearview mirror. Then the Delta variant hit. Then Omicron. Then BA.2—and everything in between. For event marketers, keeping track of these ever-changing variants is like keeping up with the Kardashians....
The State of Sustainability: From Venue Perspectives to the ‘Pandemic Effect’
The world, and the event industry, entered a new reality last year when the U.N. climate panel announced that global warming is growing dangerously close to climbing out of control.